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Link Popularity - Articles
Strategic
linking for success
Article written by Bob Cortez
According to the Graphic, Visualization, & Usability
Center's (GVU) 8th WWW User Survey, "Most users find new web pages through
other web pages (88%) and through search engines (82%). For the past year (Sixth
& Seventh surveys) search engines have outranked other web pages as the
source of new pages, that trend has reversed again." .
As getting a good (top 20) listing in the major search engines and directories
becomes increasingly difficult, having a good base of incoming links from other
web sites will become proportionately important. Some search engines will even
rank you higher based on the number of incoming links that your site has,
providing a dual benefit. If these two reasons aren't enough to convince you to
start a strategic linking program today, then consider these: Quality links
provide a valuable resource that visitors appreciate and give them a reason to
return often. Quality links tell visitors that you are well known and respected
by others in your area of expertise. Quality links carry on the traditions that
the Internet was built on, the free exchange of knowledge, resources, and
information. Do these reasons outweigh the reasons not to link to others? Excuse
number one why not to link to other sites, "Links just open the door for
visitors to leave my site and that is a sale lost". If that visitor wasn't
convinced enough to buy and was just researching the market, they would leave
anyway. The only way you can receive a benefit from a visitor leaving is through
a reciprocal link of one form or another. The reason we call them visitors is
because they all leave at one point or another, with or without our product. If
they leave without our product, isn't it better that they leave via a route that
provides us a benefit? Excuse number two: "I don't want to be bothered with
having to check to see if my link is up at the other site." If your links
are well chosen and well executed in the beginning then this isn't a problem.
Sure you may lose a link once in awhile, but it shouldn't be that big of a deal,
because you are still adding value to your visitors and that is important too.
There is a variety of forms for exchanging links. From the least effective
free-for-all, to the most effective content provider. Links can be banners or
text. They may lead to a site, an email address, or an auto responder. In
exchange, you could receive any of these in return. You could choose to use one
or all of these methods depending on your needs and the needs of the other site.
You can just list them randomly, first in, alphabetically, placed in a
searchable directory, or spread throughout your site. Choose the method that
works best for your product and your presentation.
Who are you going to target for link partners? Think first in terms of what
would be of value to your visitors. Where do you go for information and
resources? Who are your suppliers? Who offers a product that compliments yours?
Who are your competitors? Yes, I said competitors. Here is why: If you are
offering a quality product, competitively priced, you will help close the deal
with your customer by providing them the information they need to make a
decision. If they are researching options, they will probably find your
competition anyway (may as well get a link in return). It makes good business
sense to have good relationships with your competition. If you can't help a
customer because you are too busy, or their requirements don't fit yours for
whatever reason, it never hurts to have a place that you can refer them to. It
is also beneficial to be able to just have someone in the same field that you
can share ideas, problems, or vent a little steam when things are frustrating. I
suggest you approach looking for link partners the same way you approach looking
for customers. Be very specific in what you are looking for, and what you have
to offer. Constantly watch for and be open to opportunities to link with sites.
I was doing some research for a potential client and came across Senior Search (http://www.seniorssearch.com/).
They have a directory of web sites particularly for the over 50 age group. I
never thought of that as a primary target for my services, but it has turned out
to be one of my leading link traffic generators and all that it has cost me is a
button on my site and about 10 minutes of my time. I am constantly looking for
potential link partners, just like I am constantly looking for customers and
opportunities. What specialized directories or associations can you partner with
to your mutual benefit? Another good example of this is SOHO Web. Two good
resources to get started. Link-O-Matic is a directory of web sites that are
looking for reciprocal linking arrangements. You can post the information about
your site and what you are looking for in potential link partners. (http://www.linkomatic.com/).
LinkUp is a discussion list type service that you can send messages to seeking
link partners, and receive messages from others looking as well. TO SUBSCRIBE: Subscribe-LinkUp@CommerceStreet.com
Many times as I am surfing through sites for the first time if I think they
would be of value to my site visitors I will use the feedback form or email to
ask the web master about the possibility of exchanging links in some way. This
is probably the most effective and efficient method. You are at the site, you
know whether or not they exchange links and with what type of sites. It only
takes a minute of your time and could be the beginning of a very lucrative and
long-term relationship. By the way, would you like to exchange links? bobak@eagle.ptialaska.net
Permission to reprint this article in its entirety is granted
only if all information below this notice, including the WWIO web site link and
copyright, is included as it is written. Brought to you by: World Wide
Information Outlet - http://certificate.net/wwio,
your only source of FREEWare Content online. Copyright 1998 Total Quality
Marketing and Bob Cortez Bob Cortez has 20 years of sales and marketing
experience. Through Total Quality Marketing he is providing consulting services
to home based entrepreneurs looking to expand their business online and take
advantage of the tremendous opportunities available. Total Quality Marketing PO Box 338
Homer Alaska 99603
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